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October 2018 Archive

“Touch of Care” - A Bold Campaign

Acknowledging Vick’s campaign, PRovoke18’s theme was centered on the need for courage

Very few campaigns illustrate what courage looks like and the kind of rewards bold brand-builders can generate quite as well as the Vicks’ “Touch of Care” campaign in India. The campaign has attracted laurels at Cannes and SABRE Awards. The globally appreciated, award winning campaign’s star- Shree Gauri took centre stage at the PRovoke18 Summit. Gauri shared her own story, from coming out to her own parents—who were not supportive—to the broader hostility she encountered in a conservative society (she was viewed as a hijra, a term of abuse applied to transgender people and other marginalized groups in India), to taking her case to the Indian Supreme Court, petitioning to have her gender recognized. According to Rekha Rao, senior vice president of MSL in Mumbai, “Vicks has always stood for care, and particularly the care between a mother and child. But over the past 50 years there has been a change in what the definition of what care means to people in India, and care now is as much about extended families and friends and even strangers at times. We have all sought to find our mothers and our aunts and our sisters among those we are close to, at home and in the office.”

The Grey In Autumn

Grey Group has taken over Autumn Worldwide, a leading social media and digital marketing agency

WPP’s Grey Group, an advertising agency has bought major stakes in Autumn Worldwide as a strategic step to expand its digital footprint in the region. Michael Houston, Worldwide CEO of Grey Group, said, “We are delighted to welcome Autumn Worldwide to Grey. This acquisition represents another step forward in building our borderless creativity and providing seamless solutions for our clients across platforms.” On the alliance, Anusha Shetty, CEO of Autumn Worldwide commented, “The convergence of consumers and mediums has already happened, and agencies need to not just reflect this thinking, but be a part of that journey. Grey's famously effective 100-year history in creative thinking combined with Autumn's 13-year ‘young’ fervour to constantly unlearn and learn across data, creativity, and mediums creates a potent agency of the future.”

Communications Professionals: Brand Custodians

Nandini Chatterjee, Chief Communications Officer, PwC India, believes communications professionals are ‘brand partners’

In an interview with exchange for media, Chatterjee speaks about in the communications space and the future of corporate communications. She feels communication function has evolved with the emergence of many social platforms. What has evolved is that a communications person today must see themselves as ‘business partners’, understanding marketing objectives and the role of communication to achieve these. A communicationss person is the custodian of the brand and not just a gatekeeper of news and access provider to media. Communocations persons need to also work closely with the human capital team for employee engagement. Both have a common objective that employees should feel proud of working in the organization.

PR For Waste-To-Energy Projects

In a first, government spends huge amounts on waste-to-energy PR campaigns and awareness

KSIDC has embarked on such a mission due to negative response among public towards waste management programmes owing to failure of such projects. KSIDC, the nodal agency for selection of private partner for implementing the waste-to-energy plants project, is embarking on the initiative to pitch in PR campaigns to raise awareness about the project and counter the negative propaganda. The government has allocated a sum of 2.6 crore for the PR campaigns and administrative expenses of such projects. The task of public relations agencies includes crisis communications and tapping into any news related to waste-to-energy projects and counters any adverse publicity.

TATA Steel: The Excellent Communicator

TATA Steel wins 'Excellence in Communications Programmes' award for its Doors for India campaign

TATA was acknowledged for its ‘Doors of India – A journey by Pravesh’ campaign at the world steel’s 9th Steelie Awards that were announced at the Annual Dinner of the 2018 General Assembly held in Tokyo on October 16, 2018. The Steelie Awards recognize member companies or individuals for their contribution to the steel industry over a one-year period. Excellence in Communications Programmes recognizes investment, creativity and innovation in major communications programmes (internal and external) that promote the steel industry or steel as a competitive material. The award covers all channels from advertising, print, marketing promotion and digital. TATA Steel has introduced new offering in the market with Pravesh - steel doors with wooden finish.

Are Brands Doing That?

Alan VanderMolen, WE Worldwide, talks about the PR industry as a whole, the role of technology and more

Addressing the Spikes Asia 2018, Alan VanderMolen, President, WE Worldwide spoke about how marketing in today's day and age is about more personal customer experience. Speaking about ‘traditional PR agencies’, VanderMolen remarked that there needs to be a shift from ‘earned media’ towards developing branded content and aligning the same according to the customers. He stressed, “we are seeing consumers sending a strong message – self regulate or be regulated. So our game show looked at what we would call the tug of war between technology and humanity with brands in the middle and increasingly them needing to play the role of moderator.”

Cohn & Wolfe: Agency of the Year

In a first, Cohn & Wolfe was named the Global Agency of the Year at SABRE 2018

The WPP PR firm bagged the honour after earlier winning Agency of the Year recognition from the Holmes Report for North America, UK, EMEA Healthcare and Asia-Pacific Midsize. The agency’s stellar performance ultimately saw it take over larger sibling Burson-Marsteller in the PR industry’s biggest-ever merger. Cohn & Wolfe - which prevailed over Edelman, FleishmanHillard, H+K Strategies and Weber Shandwick - was one of nine agencies to win Global Agency of the Year recognition at the awards ceremony. In the Global Consumer Agencies of the Year, Marina Maher Communications (US, Omnicom Group) emerged a clear winner. Hope & Glory (UK, Independent) was chosen as the Global Creative Agency of the Year among finalists like: Ketchum, DentsuM, Booth, Red Agency. SABRE Awards 2018 organized by the Holmes Report, recognized 40 elite agencies representing best practices at the Provoke18 Global Public Relations Summit.

Jukebox PR Expands Reach

UK's specialist music PR agency, Jukebox PR, is expanding across Asia, Europe and the Americas

Following an explosion of festival tourism, Jukebox, is tapping into this trend by expanding into Bangkok and Shanghai (with local offices opening in June) and launching a new office in Spain in November that will cater to the US and Latin American market. The agency, founded 10 years ago by Alex Jukes, has also opened up a sister business, Jukebox Management – a new division that helps connect festival management, promoters and musicians. Jukebox started out life by focusing on electronic music festival promotions, but now provides PR services to lifestyle brands that play in the electronic dance music (EDM) space, including alcohol brands like Corona and Smirnoff. It also works with brands trying to break into the rave scene, such as a new energy gel that is used by professional cyclists. Jukebox can help artists produce albums and break into Spotify and the music industry, and has access to a studio in Milan. It helps artists get songs onto movies, adverts and computer games, where "there’s huge opportunity there and the whole world is looking at electronic music at the minute".

October 2018 Archive

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